"The role of the executive assistant changes from operational to strategic, from administrative tasks to business and project management." This was stated at the University of Navarra, by Andrea Macarie, operations manager at Telefónica Alpha, on the occasion of her participation in project presentations by first year students who have collaborated with ten companies of the agri-food sector in the autonomous Region of Navarre.

In her presentation, Macarie recalled that, taking into account that technological advances are exponential and tasks are being automated, the executive assistant should accept the change as an opportunity to assume responsibilities, beyond the traditional tasks that can be delegated to the new technologies: "The executive assistant adds real value in the digital era, understands the context in which one operates the strategic roadmap of the company and this allows them to get involved proactively".

Asked about the consequences of a hyper connected society to new technologies, in which more occurs in less time, she pointed out that "we must be realistic and honest, with ourselves and with the companies for which we work, about what is feasible and acceptable in a continuous way. This contrasts with temporary commitment, for example, where a project with a specific term implies working overtime ". And she noted that "companies must also understand the importance of facilitating the balance between work and personal life, in order to attract and retain talent and ensure sustainable productivity. Telefónica recently launched this initiative, recognizing the rights of employees to digitally disconnect”.

New learning methodology through projects

Each of the 53 first year Management Assistant degree students has taken part in one of the ten projects presented. The completion of these projects has allowed them to know the function of the executive assistant and the business profile of Navarre’s agri-food industry in companies like Virto Group, Pedro Luis Preserves, Florette Iberica, Viuda de Cayo Canned Vegetables, Urzante Oils, Tutti Pasta and the companies of the AN Group (Dantza Preserves, Coc & Coc Chickens, AN Cereals, AN Purchase and Sale Central).

This is the first of the seven projects that students will undertake throughout their four-year program as part of a learning methodology based on projects that has been implemented this academic year. The purpose of this methodology, which is based on learning by doing, is for students to acquire the skills demanded by companies and the 21st century workplace from the very first year of studies. Throughout the four years students will develop projects based on sectors such as: food, healthcare, the automotive industry, banking, communication, distribution, energy, pharmaceutical, industrial, fashion, tourism or transport, amongst others.